This article covering an article about Taco Bell’s recent rebound demonstrates the power of the culinary world and why more and more people are positioning themselves as brokers within it.
Doritos promotion aside–align yourself with a credible, recognizable chef personality and watch a vast, new audience flood through your door.
The model doesn’t always work (Aaron Sanchez / House of Blues), but if constructed correctly, a partnership with the right culinary talent could help revitalize and reposition your brand.
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There are a handful of marketing gurus I stay connected to–for inspiration, for ideas, to help me get off my butt and do what I know I should be doing.
“Never Stop Marketing” is one newsletter I actually manage to read on a daily basis. Today’s post is about managing the things we tell ourselves and taking control of the messaging and turning it into something that drives and motivates, rather than slows us down or defeats.
He had a list:
Go big or go home.
Leave it all on the field.
Embrace the suck. (A particularly appealing phrase courtesy of the Navy Seals.)
But the one that did it for me was: “Burn the boats.” And he linked out to a Wikipedia post to help explain.
The Wikipedia entry was for “Point of no return.” It read: “[Burning one's boats] is a variation of “burning one’s bridges”, and alludes to certain famous incidents where a commander, having landed in a hostile country, ordered his men to destroy their ships, so that they would have to conquer the country or be killed.”
I think Seth Godin would like this.
Talk about commitment.
Now imagine being this committed to your ideas. And go burn your boat.
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I spend a lot of time thinking about restaurants, food, where our food comes from, chefs, the people on the line doing the chopping, searing and serving. It’s interesting when you can trace something back to its source. These days people are into going back to the growers and the land. But I’m interested in going back in a different direction–back to the people who may someday be cooking your food.
Young people these days have not even a dim memory of the Home Ec classes of yesteryear. They probably know what they know of food from television or a parent if they’re lucky. Or maybe they have a friend or family member that works in the industry. They know its tough work, long hours, not so great pay, but there’s something that calls them to it.
I serve on the LA Board for C-CAP–Careers Through the Culinary Arts Profession–an organization that works with public schools to prepare high school students for college and career opportunities in the restaurant and hospitality industry. Each year we hold a series of cooking competitions where students use the skills they’ve learned from C-CAP instructors and industry mentors to compete for scholarships to culinary programs and community colleges across the country.
As a past culinary graduate and culinarian I am often asked to judge these competitions. Now…I judge at culinary events pretty regularly–Pellegrino’s Almost Famous Chef Competition, The Chocolate Salon, this weekend’s Cochon 555, but this experience is different.
The competitors are all under 18, but they’re the most regal looking chefs you’ve ever seen, each trying to display a bit of their own style through their uniforms and cooking paraphanalia. And, while they’re all executing the exact same dishes as their fellow students, you can see the yearning to be different and the little pops of style here and there. They’re intense. They’re nervous. And they’re…they’d hate me for saying this…so sweet.
It seems amazing that kids with the entire world at their feet would choose this profession. Whether they think it’s a safe toss, or something to really strive for, they’re coming. Coming in droves.
I wish them the best of luck.
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Carrie Kommers: How would you describe your role in the LA food world?
Shawna Dawson: Accidental. People think I’m a PR person, but I’m not. I want to spread the word about and support the things that I feel are important and close to my heart. And a lot of that has to do with the local food movement and the people behind it.
The way my personal life has evolved—being a native and having grown up around these businesses, being with Yelp and then doing marketing and consulting and starting my own events—I think there’s an assumption that I’m a publicist, but I really enjoy supporting things that I feel passionate about. I was born and raise here, I love LA, so one of them is my city. It’s the same thing with my own projects—people assume I’m an event producer. It’s not really what I do. I do Artisanal LA and LA Street Food Fest for myself because I enjoy them.
I enjoy helping and supporting some of these local projects that I feel passionate about—and one of those is the local movement, on all fronts. I say that as I’m stuffing my face with this amazing roast beef that I got from Lindy and Grundy. I’m convinced that happy cows really do taste better.
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